Routing-Based Media Plan
Build the campaign around show dates, capacities, ticket links, promoter activity, and actual sales pressure.
Context
This is not an awareness problem. It is a conversion architecture problem.
Shane McAnally already has the credibility: Grammy recognition, a long list of major country cuts, and a SMACK ecosystem behind him. The proposal should therefore avoid generic fan acquisition language and instead translate latent recognition into city-specific ticket action.
The *Hits & Giggles* hook is unusually strong because it combines the writer-behind-the-songs angle with a night of stories and humor. RIVIDIA’s job is to package that promise correctly by market, then put enough paid pressure behind the dates that need it most.
Primary campaign goal: move the needle on tickets quickly, while coordinating with promoters and resolving or routing around the current paid-media access issue in a compliant way.
Scope
A 10-show Touring Ticket Conversion Sprint.
The scope is built for speed: plan the routing, launch per-market campaigns, measure early signal, and reallocate toward markets where spend can change the outcome.
Per-Market Campaign Builds
Launch geo-targeted paid media for each market with city-specific hooks, CTAs, and audience logic.
Creative + Conversion Testing
Test authority, experience, and urgency angles rather than relying on the poster alone.
Meta Restriction Triage
Diagnose the current business restriction and define the cleanest compliant path to launch.
Market Logic
Spend should follow inventory and urgency, not a flat per-city split.
Confirmed markets10
Capacity signal6,062+
Highest priorityLayton + Fort Worth
Pricing
Recommended starting total: $15,500.
RIVIDIA’s Touring model uses a $300 per-show minimum or 15% of per-show ad spend, whichever is higher. For this starting plan, the cleanest structure is the per-show minimum plus a setup fee.
Launch Risk
The Meta restriction is launch-critical, but it does not have to stall planning.
The current account issue should be handled as a parallel operational workstream. The campaign can still be mapped while RIVIDIA and SMACK identify the cleanest compliant path to get media live.
Timeline
A fast launch sequence with show-week urgency built in.
Day 0
Approval + onboarding
Confirm package, media level, ticket links, asset access, promoter contacts, and current sales counts.
Day 1
Account + routing audit
Review Meta restriction, tracking, market-tier allocation, and promoter overlap.
Days 2–3
Campaign build
Create market-by-market architecture, creative variants, audience structure, and launch QA.
Launch week
Initial optimization
Monitor pacing, read early signals, reallocate budget, and troubleshoot access issues.
Weekly
Reporting + adjustments
Provide per-market performance readouts, spend pacing, and next-week recommendations.
Show week
Urgency push
Shift creative and budget toward scarcity, date reminders, and highest-intent audiences.
Recommendation
Approve the 10-show sprint and begin account triage immediately.
The strongest path is direct: approve the paid-media sprint, start Meta access triage, coordinate with promoters, and hold DM automation as an optional second layer once the account path is clean.
Final confirmed dates, including the second Nashville hold
Ticket links for each venue
Current ticket counts and capacities by market
Promoter ad activity and contacts
Meta Business Manager, Page, and Instagram access